Module: Digital Marketing & eBusiness Management

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Digital Marketing & eBusiness Management
Module Code	MG546 (ITS) / MAD1024 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	-
Module Teachers	Melrona Kirrane, Theodore Lynn
NFQ level	9	Credit Rating	5
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

None

Description

This module introduces students to the key digital marketing and e-commerce management issues facing decision makers in a highly dynamic environment. The purpose is to provide students with skills, concepts, frameworks, and experiences that are useful for developing in the student the capacity to manage teams and agencies on digital marketing and e-business projects. The module is delivered through a series of workshops delivered by experienced practitioners.Students are expected to attend workshops, complete independent reading and to engage in applied learning activities on a regular basis. The aims of the module are to enable students: 1. Synthesise theory and practice to deliver and manage tactical digital marketing and e-commerce projects; 2. Critically evaluate alternative tactical campaign choices and apply a management process in the digital marketing and e-commerce context; 3. Develop and defend coherent and persuasive arguments for the adoption of innovative digital marketing and e-business strategies for a range of scenarios. 4. Participate fully in teams and manage engagements with digital marketing and web development agencies to deliver digital marketing and e-business projects.

Learning Outcomes

1. Recognise the role of the digital channel in a business and marketing strategy
2. Evaluate the strategic role of digital campaign elements for an organisation
3. Evaluate the success, or otherwise, of a digital marketing campaign or e-commerce project
4. Effectively brief communications and web development agencies on digital strategy
5. Understand the overlap of advertising, marketing and PR in an digital environment
6. Identify and manage regulatory issues specific to the digital arena
7. Effectively select digital channels in the media planning process

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Seminars	24	Seminars on specialist topics will be delivered by faculty and industry practitioners.
Group work	25	Students will participate in groups on a project for a live client.
Assignment Completion	25	Students will research and prepare an individual assignment.
Tutorial	3	Students may attend optional tutorials.
Independent Study	48	Students are expected to attend optional modules and/or complete readings to support seminars and/or assignments.
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

None

Assessment Breakdown
Continuous Assessment	0%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Assignment	Prepare a digital media landscape report for a client. This should include search trends, social media trends and other insights.	50%	Sem 1 End
Group project	Develop a digital marketing plan for a client.	50%	Sem 1 End

Reassessment Requirement Type
Resit arrangements are explained by the following categories: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category -

Indicative Reading List

Philip Kotler, Kevin Keller,: 2011, Marketing Management, 14th, Pearson/Prentice Hall, 0132102927
Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer,: 2012, Digital Marketing, 5th, 0273746103

Other Resources

None